Abstract Purpose – This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both... more
Abstract Purpose – This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward the brand. Design/methodology/approach – To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide aparticularly good example of shortlife-cycle products. Findings – Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in turn,attitude toward the brand. Research limitations/implications – The present study extends the relevant literature by providing both direct and indirect links between atmospherics and WOM about a brand. Practical implications – The model of the present study could be applied to other short life-cycle products that share key characteristics with motion pictures. Moreover, the present study increases movie producers and exhibitors’ understanding of the effects of theatre atmospherics on WOM about the movie and leads to practical suggestions and implications. Originality/value – WOM is one of the key variables that can affect the profitability ofshort life-cycle products.To date, there was no evidence that atmospherics can influence WOM about a shortlife-cycle product. Keywords-Word of mouth, Attitudes, Emotions, Atmospherics, Motion pictures
The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings... more
The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings can play in the overall experience of the heritage visitor. This study investigates the effect of some basic environmental elements on visitors to heritage sites, illustrating that the heritage attraction’s physical environment plays an important role in determining both visitors’ attitude toward the heritage attraction and future repatronage intentions, as well as their willingness to recommend the experience to friends and relatives. The study findings indicate that environmental cues can be used as a differential tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the heritage attraction.
In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination.... more
In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the d...
Atmospheres influence behavior, create a positive image, and influence consumer purchasing patterns and retail perceptions. Nonetheless, the physical environment is a potential source of competitive advantage, though neglected more often... more
Atmospheres influence behavior, create a positive image, and influence consumer purchasing patterns and retail perceptions. Nonetheless, the physical environment is a potential source of competitive advantage, though neglected more often than not. In particular, research on the effects of aroma as an independent variable in natural settings is very limited and requires further research. A sample of 407 moviegoers participated in a " natural experiment " in a cinema complex, using scented and unscented conditions. Findings show that scent produces significant positive differences in the evaluation of the theater, its environment, and on intention to return. No significant differences are found in the evaluations of concession products sold, despite the fact that spectators in scented rooms considered product prices to be significantly cheaper than did spectators in unscented rooms. A major implication of this study is that scent significantly affects emotional reactions to atmospheres. Retailers can thus improve environments to create enjoyable experiences and positively influence consumer responses.
To provide high quality services under conditions of crowding, it is important to understand the relationships between crowding and personal control. Indeed, in recent years, there has been growing belief that personal control is... more
To provide high quality services under conditions of crowding, it is important to understand the relationships between crowding and personal control. Indeed, in recent years, there has been growing belief that personal control is significant in coping with crowding. However, most studies have been of limited theoretical and practical value because they did not provide an integrated conceptualization of crowding. The results of a field study demonstrate that the personal control-crowding relationships depend on the individual’s crowding experience and the nature of personal control.
The results of the research below, are part of my PhD thesis. The website design, has become a key factor that influences users' first impression and behaviour. From "brick-and-mortar" to "click-and-portal" environments, along with the... more
The results of the research below, are part of my PhD thesis. The website design, has become a key factor that influences users' first impression and behaviour. From "brick-and-mortar" to "click-and-portal" environments, along with the emergence of online experiences as the next step in the progression of user value. The present research attempts to employ a web environmental approach measuring the effects of perceived web aesthetic design on user behaviour, through the S‐O‐R paradigm perspective. Based on the Stimulus-Organism-Response (S-O-R) theory, the current article explores the mechanism through the aesthetic design factors, (classical-expressive), Lavie & Tractinsky (2004) , of a website that affect users' satisfaction. The research questions are answered by creating a new model with the statistical method of multiple regression, which is based on the model "Stimulus - Organism - Response" of Mehrabian & Russell (1974) . Was analysed the impact of aesthetic design on user's perception, to make them feel pleasantly, stay longer and discover other platforms in order to crosscheck their opinion. This study focuses on the impact of web aesthetics factors (classic - expressive) on the users' during their web tour and how the elements of a website (atmospherics) affect the user to stay longer and obtain more information. Web atmospherics (Lohse & Spiller, 1999) and usability (Bartel, 2004) used to describe the users' internal evaluation of the homepage. Results confirm and extend available knowledge regarding web atmospherics on user responses. The results showed that web usability does not interact with aesthetic design (classic - expressive) in contrast to the results of Lavie and Tractinsky (2004) and in agreement with those of Hassenzahl (2004) . Also, pleasure and quality of service of a website interact with aesthetic design by influencing the user's attitude towards the provided services. Additionally, the study confirms the role of atmospheric responsiveness on user attitude which is interpreted as a re-search.
The aim of this study was to create a simple and practical model recommendation pattern of webpage aesthetics that influences users' satisfaction to search for more public e-services.
